A consumer survey was conducted for people who weren’t current subscribers to understand why they hadn’t converted and what their main objections were to the brand. It turned out there were a lot of misconceptions about what a meal kit is, how it works, and how much freedom there actually is within the subscription. We were tasked with addressing all these pain points to both educate the consumer on HF subscription model and also convert them.
After many iterations of creative, we found still images with large imagery, big punchy text and a clear promo had the lowest CAC rather than videos with heavy design and fun animation.